1. THE NEW NEWS AUDIENCE 12 ways consumers have changed in the digital age Lee Rainie Director – Pew Research Center’s Internet & American Life Project Knight Law and Media Program / Information Society Project Yale Law School 11.13.09

2. 2000 46% of adults use internet 5% with broadband at home 50% own a cell phone 0% connect to internet wirelessly <10% use “cloud” = slow, stationary connections built around my computer The internet is the change agent Then and now 2009 79% of adults use internet 63% with broadband at home 85% own a cell phone 56% connect to internet wirelessly >two-thirds use “cloud” = fast, mobile connections built around outside servers and storage

3. 1 – It’s shrinking: 19% get no news on avg. day

4. 2 – It’s spending less time with news

5. % of adults 3 – It’s losing faith in news organizations

6. 3 – It’s losing faith – TV story % of those who could rate news source: PRC People/Press)

7. 3 – It’s losing faith – print story

8. 4 – It’s shifting platforms: the internet rises, especially among broadband users +1,850% -25% -52% +18% -41% -27% % of adults (% of all Americans who “regularly” go to news source: PRC People/Press)

9. % of American adults – allowed to give 2 sources 4 – It’s shifting platforms by topic, especially among broadband users

10. 28% 26% 4 – It’s shifting platforms by topic, especially among broadband users

11. 5 – It’s segmenting – diff. people use diff. platforms

12. 6 – It’s grazing: news becomes all-day staple

15. 9 – It’s polarizing – 2007 data 14% 21%** Radio 44%* 38% Newspapers 6%* 3% MSNBC Cable 11%* 7% CBS Network 17%* 8% CNN Cable 14%* 10% NBC Network 13% 11% ABC Network 25% 22% Local news 10% 24%** Fox Cable 74% 69% All forms of TV Voted Democratic Voted Republican Media choices of Republican and Democratic Voters

16. People-Press news consumer typology 10 – It’s blending platforms

21. 11 – It’s becoming participatory